The following presentation on Maximizing ROI in Digital Marketing was delivered to the Olympic Peninsula Tourism Commission on October 28, 2016.
Politico reporter @ShaneGoldmacher detailed an array of PR and communications failures by the Trump presidential campaign as it announced Indiana Governor Mike Pence as its choice for Vice President. From a product launch perspective, the failures are stunning, and instructive.
Coming across the transom this morning was a post that I think most, if not all, business owners should read. John Jantsch, the originator of Duct Tape Marketing, wrote a compelling post about the gap that has emerged between how businesses do social media, vs. how individuals consume it. The context for this – as any business owner engaged in social media knows – is that for many, the impact of their work in the social area seems to be less than it was in the glory days 5-6 years ago.
Jantsch argues – and I wholeheartedly agree – that this is a mirage. Yes, there is noise, but having a focused, engaged strategy on social is as powerful now (if not more so) than it ever has been.
He details 5 practices to help guide your efforts; I’ve distilled them here.
- Get Smaller: focus on adding value and utility to your closest fans.
- Tell Stories: help people enjoy or understand some aspect of who they are or aspire to be.
- Show Your Face: visual content is taking precedence.
- Have Conversations: don’t broadcast; engage.
- Make Impact: relationships lead to revenue.
"Friendships aren’t meant to reinforce every one of my views" – Friendship in the Age of Trump https://t.co/mRed142dAR
— Keven Elliff (@KevenElliff) April 23, 2016
Breaking my Twitter silence to inform the world that I can't stand the noun usage of "overwhelm." #toomuchcaffeinetoday
— Keven Elliff (@KevenElliff) April 7, 2016
— Pew Research Center (@pewresearch) March 18, 2016
Does a tool exist that will show you ideas that oppose your own? Instead of a search engine, a challenge engine? h/t @TeresaBrazen
— Scott Berkun (@berkun) March 17, 2016
First time I've been blown away by Google Photos. Took cruddy stills and vids & made something nifty: https://t.co/03fCYToTxF
— Keven Elliff (@KevenElliff) February 22, 2016
Tying metrics to business goals allows for meaningful analysis. https://t.co/xPdfuVFKWy
— Keven Elliff (@KevenElliff) February 20, 2016
— Search Engine Land (@sengineland) February 20, 2016